Imc

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Imc

  1. 1. Advertising & Integrated Marketing CommunicationAugust 30, 2012 1
  2. 2. Learning Objectives of the Course On completing the course it is expected that you will be able to  Evaluate the need for Marketing Communication for a Brand  To Conduct relevant research & formulate the Communication Objectives for a Brand  To successfully liaison between the Advertising Agency & the Client OrganizationAugust 30, 2012 2
  3. 3. Learning Objectives …..contd To develop effective Creative Strategy for Marketing Communication To develop effective Media Planning for IMC campaign To evaluate the Communication & Sales Effectiveness of Marketing communicationAugust 30, 2012 3
  4. 4. A Recap of Marketing basicsAugust 30, 2012 4
  5. 5. Marketing  “The process of planning and executing Product the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that Marketing Promotion Price satisfy individual and Mix organizational objectives.” Place - American Marketing AssociationAugust 30, 2012 5
  6. 6. Definitions….contd  Identifying and Satisfying Needs profitablyAugust 30, 2012 6
  7. 7. Marketing communication  Purpose: Seek a cognitive, affective Event Advertising or behavioral Marketing response from the Interactive tools & Sales target audience Unconventional tools Promotion Direct Public  Marketing Marketing Relations communication mixAugust 30, 2012 7
  8. 8. The growth of advertising & promotions(India) Year Advertising % Growth over expenditure last year (Rs. Crores) 2008 21,000 20.0 2007 17,690 22.0 2006 14,505 21.7 2005 11,915 15.1 2004 10,354 10.9 2003 9,329August 30, 2012 8
  9. 9. The growth of advertising & promotions(Worldwide)August 30, 2012 9
  10. 10. The Philosophy ofIntegrated marketing communication Advertising Interactive tools Sales Promotion IMC Unconventional Direct tools Marketing Public Relations/ PublicityAugust 30, 2012 10
  11. 11. IMC Bring together all tools of Marketing Communication to send consistent messages to target audiences A Concept of Marketing Communication Planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of Communication disciplines ( like Advertising, Sales Promotion, Public Relations, Events etc) and combines these disciplines to provide clarity, consistency and maximum impact Proposed by Communication specialists Michael hammer & James Champy in 1980 Led to reorganizing of traditional advertising agencies. Eg – O&M in India August 30, 2012 11
  12. 12. The Case of IMC for Incredible IndiaAugust 30, 2012 12
  13. 13. Incredible India Background- Historically India was a less preferred international tourist destination Unorganised promotions by State run tourism boards, tour operators, Indian Delegates etc. Post 9/11 worldwide tourism industry was in a slump- opportunity for India Objective – Differentiate India from competing destinations by developing a unique, upmarket image for India as a Tourist destination August 30, 2012 13
  14. 14. Incredible India ….contd Target Audience – Affluent Tourists from US, Europe, Asis Pacific and Middle East USP – Ancient country with rich wildlife, The Himalayas, Yoga, Ayurveda, festivals & spiritual therapy. The department of tourism braught together all sources of communication. The iconic ”Incredible !ndia” logo, where the exclamation mark that formed the “I” of India was used to great effect across all communications.August 30, 2012 14
  15. 15. The Communication Mix for Incredible India Campaign Advertising served the primary purpose of generating awareness Public Relations complemented by lending authenticity, addressing issues such as Safety Special Events – eg – Incredible India Road Shows built up excitement Participation in Industry Fairs – Direct Marketing – Print , electronic and audio visual mailers Online Marketing – Banner ads, detailed interactive website August 30, 2012 15
  16. 16. The Impact IMPACT - The campaign successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in the first year. the Incredible India campaign focused on spiritual tourism, resulting in a 28.8% increase in tourist traffic and a no.1 ranking in the Travel+Leisure readers survey. In 2003, Condé Nast Traveller selected India as one of the top ten preferred destinations for the discerning traveller. “India’s results are very exciting and show the country’s increasing popularity amongst sophisticated travellers. It also reflects very positively on the individuals involved in promoting India as a premium tourist destination.” Sarah Miller, Editor, Condé Nast Traveller, 2003. August 30, 2012 16
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  22. 22. Advertising Any paid form of non- personal presentation and promotion of ideas or products by an identified sponsor Objectives  Inform  Persuade  Remind  ReinforceAugust 30, 2012 22
  23. 23. Advertising Strengths Weaknesses Informs, persuades, Expensive reminds, reinforces Builds brand equity Cluttered Can reach large audiencesAugust 30, 2012 23
  24. 24. Advertising types Selective- Brand-building Public service demand Tactical Corporate B2B -Direct response National Advocacy Trade Retail Primary-demand …August 30, 2012 24
  25. 25. Quick Q! Ramroti Ltd. has come up with a first-of-its-kind portable device that can make up to 500 rotis at a time. Which of the following types of advertising is most important to sell the product? a. Trade advertising b. B2B advertising c. Primary-demand advertising d. Selective-demand advertising e. Brand-building advertisingAugust 30, 2012 25
  26. 26. Sales promotion Changes the price-value relationship of a product Increases Increases value value OR OR AND Decreases Decreases price priceAugust 30, 2012 26
  27. 27. Sales promotion tools Rebates Contests Sampling Sweepstakes Loyalty Coupons points Consumer Price Point-of-discounts sales purchase promotion Price deals Trade shows Sales Training contests programmes Allowances Trade sales Cooperative promotion advertising August 30, 2012 27
  28. 28. Balancing sales promotion:How much is too much? Strengths Weaknesses Immediate results Short-term results Direct impact on sales Makes consumers deal prone Measurable May erode brand equity & loyalty Clears extra inventory Cluttered Fights competitive promotions Gets trade support Less expensive than advertisingAugust 30, 2012 28
  29. 29. Direct marketing Tools One-to-one approach that uses advertising media to Direct mail produce an inquiry, a transaction and some other immediate response Direct response TV/radio No intermediary between Mail-order catalogues manufacturer & customer Requires a database Internet Telemarketing…August 30, 2012 29
  30. 30. Direct marketing Strengths Weaknesses Highly targeted Expensive Measurable Not suitable for large audiences Personalization & customization possible Two-way communication Relationship buildingAugust 30, 2012 30
  31. 31. Publicity  Non-personal Tools communication by third-  Press releases party sources regarding  Press conferences an organization’s  Special events products  Opinion polls  Interviews  Contests  Weblog writeups…August 30, 2012 31
  32. 32. Public relations  Positively influencing Tools public opinion to build  Publicity tools goodwill, and earn  Community affairs appreciation and  Events and conventions acceptance  Corporate advertising  May result in publicity  Lobbying…August 30, 2012 32
  33. 33. The publics of PR Community Media Customers PR Government Employees ShareholdersAugust 30, 2012 33
  34. 34. Publicity/PR Strengths Weaknesses Builds goodwill Little control Low cost Hidden costs Reaches many audiences Difficult to measure No direct impact on salesAugust 30, 2012 34
  35. 35. Internet as acommunication tool Strengths Weaknesses Direct, interactive Smaller audiences Low in cost Difficult for non-savvy audiences Personalized Targeted Up-to-date Less intrusiveAugust 30, 2012 35
  36. 36. Internet tools Websites Emails Blogs Discussion forums Online games…August 30, 2012 36
  37. 37. Personal selling  Personal presentation by Strengths a representative of an  Targeted, flexible, organization with the interactive, measurable, purpose of influencing offers immediate consumer buying feedback, ideal for high- decision, making a value & high-deliberation sale, or building long-term products & niche audiences relationships Weaknesses  Expensive, not suitable for large audiencesAugust 30, 2012 37
  38. 38. Unconventional media Packaging Customer POP service Novel Events, Media Advertising Trade shows specialties SponsorshipsAugust 30, 2012 38
  39. 39. Quick Q! Which of the following tools of communication is likely to create the highest credibility among consumers? a. Advertising b. Publicity c. Sales promotion d. Packaging e. Personal sellingAugust 30, 2012 39
  40. 40. Integrated marketing communication (IMC)  Various promotional tools provide consistent messages to target audiences for clarity, consistency & impact  One voice, one message, one strategyAugust 30, 2012 40
  41. 41. Pepsodent Bhoot Police Jingle on ‘The School contact Interactive Chorus by Midday show’ programmes website dabbawallas Encourage kids Pepsodent to brush teeth Contest tocommercials at night write lyrics 12 lakh kids signed the pledge, campaign won EMVIES’06August 30, 2012 41
  42. 42. Why IMC? Changing Decreasing impact compensation Need for a single of advtg structure of brand custodian agencies Tighter control New ways to reach Need for brand over consumers identity communication Demand for Emphasis on greater relationship mktg accountability Growth of database Growth of mktg international mktgAugust 30, 2012 42
  43. 43. The IMC model Marketing plan Product (objectives & strategies) Promotion Integrated Price Advertising Marketing Low control Sales Promotion messages Place IMC Direct Interactive tools Marketing Public Unconventional Relations/ tools PublicityAugust 30, 2012 43
  44. 44. Corporate objectives & IMC objectives & strategies strategies Marketing objectives & strategies The IMC planning processAugust 30, 2012 44
  45. 45. The IMC Plan Situational analysis Problem/opportunity determination Communication objectives Budget determination IMC strategies Implement & monitor activities Evaluate the Planning processAugust 30, 2012 45
  46. 46. Cadbury manages a crisis with IMCAugust 30, 2012 46

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